Gary Wolstenholme, Redferns
In the video, the New York native witnesses the rebellious confections come to life, all while serving his gritty rhymes as the soundtrack to their wacky behavior. The CGI-animated treats wreak havoc while Method Man raps of what happens to the rogue sour candies when they go uneaten.
While the final visuals debut next week, Meth gives a sneak peek of what's to come in a 2-minute behind-the-scenes clip. The rapper devours the sweet-and-sour snacks and shows off a few magic tricks in the process before he flaunts his acting chops in a posh pad.
"We decided to launch the 'World Gone Sour' campaign through a hip-hop music video because we are always about stepping outside of our comfort zone and felt this was the perfect vehicle to convey the sneaky, rebellious behavior of our 'lost kids'," said Sebastian Genesio, marketing director for Sour Patch Kids. "We are thrilled to have Method Man on board because of his obvious artistic talent and his commitment to making this track as authentic as possible."
Look for the premiere of Method Man's 'World Gone Sour' video on The BoomBox Oct. 4. The single and video will also be available for download on iTunes.